Effects of involvement and situational factors on evaluation of service encounter and consumers’ service attitude

The purpose of the study is to figure the influences of situational factors on the evaluation of service encounter and product attitude by using coffee-shop customers as the research sample. The study found that situational factors have an positive effect on evaluation of service encounter and a significant difference in the degree of effect between hedonic and utilitarian motivation groups. The study also found customers involvement and the evaluation derived from situational factors were negatively correlated.